Promotional Mix Strategies for IKEA

Running head: PROMOTIONAL MIX STRATEGIES
Promotional mix strategies
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1PROMOTIONAL MIX STRATEGIES
Table of Contents
Commonly used techniques of IKEA..............................................................................................2
Core promotional message..............................................................................................................2
Evaluation of their promotional mix................................................................................................3
Recommended steps........................................................................................................................3
Appendix..........................................................................................................................................6

2PROMOTIONAL MIX STRATEGIES
Commonly used techniques of IKEA
The most commonly used techniques for IKEA are social media marketing, television
commercials and external mediums including the billboards. Thus, it can be concluded that
IKEA is having extensive process and approach of promoting their brands in the market. The
major advantage that they gain from the initiation of extensive promotional strategy is coverage
of larger customer section (Thomas & Alluru, 2016). For instance, with the help of the social
media marketing, they are targeting the coming of the age customer segments that are more
comfortable in online marketing. On the other hand, with the help of the traditional promotion
through television commercials and billboards, conventional and conservative customer
segments are being targeted.
It is also identified that with the help of the social media marketing, IKEA is promoting
their products as well as leveraging it as a medium for determination of the customer feedback.
This is due to the reason that social media is serving as the platform for the two ways
communication process between the brand and the customers. Thus, the data being gathered by
IKEA from their social media channels are being used in offering new products in the market
(Ashley & Tuten, 2015). This is one of the major reasons of having updated product portfolio
with IKEA at any point of time. In addition, advertisements through billboards are also enabling
them to cater to larger customer sections by having the maximum visibility. This should also be
noted that IKEA also involve personalized promotional campaigns in accordance to the festive
seasons in different countries (Huang & Sarigollu, 2014). For instance, in the Canadian market,
special commercials are being promoted for the Christmas season with having customized
elements. This is also helping them to tap the festive craze among the customers and creating
more value for them. This approach of IKEA is customized due to the reason that different
country of their operations is having different sets of festivals and accordingly they set out their
festive promotional events.
Core promotional message
The core message that is being communicated by IKEA through their promotional
techniques is simplicity and relaxation. According to their message and content, they are selling
furniture for enhancing the comfort level of their customers. In addition, their furniture is having
simplest design as possible (Smit, Boerman & van Meurs, 2015). This will enable further
comfort for the customers. Thus, with the different promotional techniques, IKEA communicates
the message of simplicity and relaxation. The major objectives of the promotional strategy of
IKEA are to communicate the customers about to what extent their products will provide
relaxation to them and how much the products are simple to install and use.
According to Roggeveen, Nordfaalt and Grewal (2016), the major advantage that is being
gained by IKEA from their promotional message is the opportunity of catering to larger customer
section. This is due to the reason that simple design approach of their content is generalized in
accordance to different customer segments. Thus, more customers are getting related with their
message. The authors have also stated that majority of the customers willing to have comfort
from their home furniture and targeting this basic objective is helping in creating better brand
recall value of IKEA among their customers. However, on the other hand, it is stated by Kim,
Spiller & Hettche (2015) that content communicated by IKEA is narrow in comparison to their